Año Nuevo State Reserve Marine Education Center Launch
MEDIA RELATIONS
CHALLENGE
Gain Earned Media to Promote the Grand Opening of the New Marine Education Center at Aņo Nuevo State Reserve
The California Parks Foundation sought out Perry Communications Group (PCG) to generate visibility regarding the private-public partnership that served as a catalyst to build the Marine Education Center. PCG’s strategy was to promote the launch of the Marine Education Center to media outlets. In addition, CSPF brought PCG on board to provide counsel for the Education Center’s grand opening events.
SOLUTION
Attract Exposure by Pitching the Media
To fulfill this goal, PCG planned a press conference that provided an opportunity for attendees to learn about the history of the Año Nuevo region and its world-famous elephant seal colony, and the significance of the marine education center. Representatives from California State Parks Foundation, Department of Parks and Recreation, California Coastal Commission and the California Coastal Conservancy were present. The press conference concluded with a “kelp-cutting” ceremony to open the new Marine Education Center to the public. Media also toured the new center and Año Nuevo Island, which houses the elephant seals.
PCG developed a media advisory and press release and pitched the story to media. PCG’s efforts resulted in pre-launch announcements which ran in The Sacramento Bee and the Los Angeles Times. PCG also generated event post-event coverage in multiple Bay Area newspapers such as the San Jose Mercury News, Oakland Tribune, and San Mateo County Times. PCG also coordinated the production of a video news release of the grand opening event that was fed to news stations statewide. In addition, PCG coordinated Web streaming of the press conference so journalists who were unable to travel to the remote location could view the launch activities online.
RESULT
- The public-private partnership which served as a catalyst for the center’s construction was positioned positively in media outlets statewide.
- A total of 1,646,695 million media impressions were secured in television, radio, print, and online coverage.
- More than 100 park advocates and enthusiasts attended the grand opening event on June 3, 2008.
